Download - How to Market and Measure Like Marketo
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Chandar Pattabhiram VP Product & Corporate Marketing @chandarp
October 16, 2014
Market and Measure Like Marketo: Seven Secrets of Marketo’s Success
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Page 2 © 2014 Marketo, Inc.
Marketo Proprietary and Confidential
The Quest of Every Organization
YOUR CUSTOMERS
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2900 Marketing messages per day vying for your customer’s attention2
But Today’s Digital World has Made it Hard
1. Sirius Decisions 2. Forrester 3. Marketing Sherpas
90% Of a customer’s journey today is self directed1
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Page 4 © 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Page 4 © 2014 Marketo, Inc. #mktgna7on14 @chandarp
Changing buyer
Need car Gather informa7on
Evaluate op7ons
Buying decision Purchase
MARKETING SALES
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Page 5 © 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Page 5 © 2014 Marketo, Inc. #mktgna7on14 @chandarp
Changing buyer
Need car Gather informa7on
Evaluate op7ons
Buying decision Purchase
MARKETING SALES
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Page 6 © 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Page 6 © 2014 Marketo, Inc. #mktgna7on14 @chandarp
Changing buyer
MARKETING
Need car Gather informa7on
Evaluate op7ons Purchase
Buying decision
SALES
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Page 7 © 2014 Marketo, Inc.
Marketo Proprietary and Confidential
2900 Marketing messages per day vying for your customer’s attention2
But Today’s Digital World has Made it Hard
1. Sirius Decisions 2. Forrester 3. Marketing Sherpas
90% Of a customer’s journey today is self directed1
50% of all purchasing decisions are influenced by third-parties3
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Marketing is transforming itself and becoming the steward of
their customer journeys
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Page 9 © 2014 Marketo, Inc.
Marketo Proprietary and Confidential
The New Rules of Engagement Marketing From talking at people to building meaningful & personalized relationships
FROM TO
Mass communications Engaging people as individuals
Using point in time campaigns Continuous conversations
With unclear objectives Always directed towards an
outcome
Disconnected operations At speed of digital
Guess-work and habit With measurable impact
Based on who they are Based on what they do
Isolated, few channels Wherever they are
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So, how has Marketo put these to work?
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Page 11 © 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Nam
e
Awaren
ess
Friend
Engaged
Target
Marketo’s Guided Journey: A Revenue Cycle
TOFU MOFU
Opportunity Customer Lead
Sales
Lead
Nurturing Database
BOFU
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Page 12 © 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Nam
e
Awaren
ess
Friend
Engaged
Target Opportunity Customer Le
ad
Sales L
ead
Nurturing Database
Retain
Advocate
Enable Adopt
Marketo’s Guided Journey: A Revenue Cycle
Drive customer success to keep and grow relationships
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Page 13 © 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Page 13 © 2014 Marketo, Inc. #mktgna7on14 @mikedberger
Awaren
ess
Web
Visito
r
In-‐person Appointment Customer
Converted
Engaged
Nurturing Database
Advocate
Adopt
Retain
Marketo Customer’s B2C Buyer’s Journey
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Page 14 © 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Page 14 © 2014 Marketo, Inc. #mktgna7on14 @mikedberger
Rent vs. Own
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Page 15 © 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Blog, e-‐books, research data, funny videos, curated lists, infographics, webinars
NO
YES
Build the brand
Help buyers find you when they are looking for solu7ons
Help buyers evaluate or reaffirm selec7on
Buying guides, RFP templates, ROI calculators, defini7ve guides, analyst reports
Pricing, demos, services informa7on, 3rd party reviews, customer case studies
Gated? Early Stage
Middle Stage
Late Stage
NO
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Page 16 © 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Page 16 © 2014 Marketo, Inc. #mktgna7on14 @mikedberger
Rent vs. Own
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Page 17 © 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Source: Marketo data, Marketo Revenue Cycle Analy6cs. Does not include all sources.
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Engaging People -
As individuals, Based on what they do, Continuously over time
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Page 19 © 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Nam
e
Awaren
ess
Friend
Engaged
Target
Marketo’s Guided Journey: A Revenue Cycle
TOFU MOFU
Opportunity Customer Lead
Sales
Lead
Nurturing Database
BOFU
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Page 20 © 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Relevance
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Page 21 © 2014 Marketo, Inc.
Marketo Proprietary and Confidential
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Page 22 © 2014 Marketo, Inc.
Marketo Proprietary and Confidential
What isn’t an engaging conversation?
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Page 23 © 2014 Marketo, Inc.
Marketo Proprietary and Confidential
When it comes to markeOng, nobody wants to get blasted -‐ @chandarp
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Page 24 © 2014 Marketo, Inc.
Marketo Proprietary and Confidential
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Page 25 © 2014 Marketo, Inc.
Marketo Proprietary and Confidential
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Page 26 © 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Known
Anonymous
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Page 27 © 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Page 27 © 2014 Marketo, Inc. #mktgna7on14 @sdholakia
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Page 28 © 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Page 28 © 2014 Marketo, Inc. #mktgna7on14 @sdholakia
For visitors in B2C industries
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Page 29 © 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Nam
e
Awaren
ess
Friend
Engaged
Target
Marketo’s Guided Journey: A Revenue Cycle
TOFU MOFU
Opportunity Customer Lead
Sales
Lead
Nurturing Database
BOFU
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Page 30 © 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Sales doesn’t
want
names – they wa
nt
“Win Ready” lea
ds
@chandarp
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Page 31 © 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Page 31 © 2014 Marketo, Inc. #mktgna7on14 @sdholakia
Nurturing:
Building relationships people over time through engaging
conversation
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Page 32 © 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Ready to Buy
Source: RainToday
Need More Nurturing
Disqualified
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Page 33 © 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Ready to Buy
Source: RainToday
Need More Nurturing
Disqualified
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Source: Marketo data, Marketo Revenue Cycle Analy6cs. Does not include all sources.
327 Days on Average
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Page 35 © 2014 Marketo, Inc.
Marketo Proprietary and Confidential
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Page 36 © 2014 Marketo, Inc.
Marketo Proprietary and Confidential
The Key to Relevance is Behavioral TargeOng Top TacOcs to Increase Email Engagement
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Page 37 © 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Behavioral Targeting for Maximum Relevance: Topic of Interest Triggers
• AZends event • Downloads content • Click email • Fills out form • Score is changed
Social
Content
Technology
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Page 38 © 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Standard Nurture Triggered Interests LiY
Open % 21.7% Open % 34.0% 57%
Click to Open % 23.4% Click to Open % 37.1% 59%
Click % 5.1% Click % 12.6% 147%
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Engaging People – Always directed towards an
outcome
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Page 40 © 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Nam
e
Awaren
ess
Friend
Engaged
Target
Marketo’s Guided Journey: A Revenue Cycle
TOFU MOFU
Opportunity Customer Lead
Sales
Lead
Nurturing Database
BOFU
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Page 41 © 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Lead Scoring Defined “Shared sales and markeOng methodology for ranking leads in order to determine their sales readiness”
Score > 100, Pass to Sales
Fit Behaviors Buying Intent
E.g. Buyer profile E.g. Afend webinars, download whitepaper
E.g. Pricing page, demos, contact request, etc.
I love you You love me Ready to be part of happy family
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Page 42 © 2014 Marketo, Inc.
Marketo Proprietary and Confidential
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Stars and Flames show priority
Full list of Interesting Moments
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No Lead Left Behind: Service Level Agreements
Day 0 NoOficaOon
Day 1 If untouched, reminder
Day 2 If untouched, reminder cc boss
Day 3 If untouched, alert execuOves
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Page 45 © 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Marketo Customer’s Journey: A Revenue Cycle
Drive customer success to keep and grow relationships
Retain Advocate
Enable Retain
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The probability of selling to a new prospect is 5-20%.
– Marketing Metrics
It costs 6–7 times more to acquire a new customer than retain an existing one
– Bain & Company
The probability of selling to an existing customer is 60 – 70%.
– Marketing Metrics
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Yet Global Marketing Spend Is Only 12% of the Overall Marketing Budget
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Nurturing Provides A Cost Effective Way to Retain, X-Sell and Upsell Customers
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Engaging people - At the speed of digital
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Page 50 © 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Page 50 © 2014 Marketo, Inc. #mktgna7on14 @mikedberger
Leads to wasted cycles and poorly-timed communications
Traditional options: Disconnected & Out of Sync
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Page 51 © 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Page 51 © 2014 Marketo, Inc. #mktgna7on14 @mikedberger
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Engaging People –
With measurable impact
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Page 53 © 2014 Marketo, Inc.
Marketo Proprietary and Confidential
The “Revenue Table”
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Page 54 © 2014 Marketo, Inc.
Marketo Proprietary and Confidential
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Page 55 © 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Why Measuring Return is Hard
• Multiple touches. 7
• Unclear success.
Responded
• Multiple influencers. 5-21
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Track Touches Across People
Screenshot: Marketo Revenue Cycle Analytics
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Track Touches Across All People
Screenshot: Marketo Revenue Cycle Analytics
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Page 58 © 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Source: Marketo Revenue Cycle Analy6cs, Apr 2014 * Percentage of all programs in channel that achieve MT Ra6o > 5
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Page 59 © 2014 Marketo, Inc.
Marketo Proprietary and Confidential
“Half the money I spend on adver9sing is wasted. The trouble is I don’t know which half.”
-‐ John Wannamaker Father of mother adverOsing and pioneer in markeOng
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Page 60 © 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Source: Marketo Revenue Cycle Analy6cs, 2014 * Percentage of all programs in channel that achieve MT Ra6o > 5
Half of our channels are working. Half are not.
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Page 61 © 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Source: Marketo Revenue Cycle Analy6cs, 2014 * Percentage of all programs in channel that achieve MT Ra6o > 5
Half our Tradeshows are working. Half are not.
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Page 62 © 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Page 62 © 2014 Marketo, Inc. #mktgna7on14 @chandarp
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Engaging People:
Summary
Engagement Marketing
• As individuals
• Based on what they do
• Continuously over time
• Wherever they are
• Always directed towards an outcome
• At speed of digital
• With measurable impact
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Chandar Pattabhiram VP Product & Corporate Marketing @chandarp
October 16, 2014